Syllabus query

Academic Year/course: 2017/18

450 - Degree in Marketing and Market Research

27644 - Business Internationalization Planning

Syllabus Information

Academic Year:
27644 - Business Internationalization Planning
Faculty / School:
109 - Facultad de Economía y Empresa
450 - Degree in Marketing and Market Research
First semester
Subject Type:

5.1. Methodological overview

The learning process that has been designed for this course is based on the following activities:


Theoretical and practical lectures will be held in order to introduce technical concepts and real examples necessary to correctly develop and international business plan.

Practical sessions will be devoted to work on teams developing an international business plan and to implement it using an International Operations Simulator

The lectures, practical classes and the timetable of the assessment activities will be communicated via the Universidad de Zaragoza e-learning platform (ADD). 

5.2. Learning tasks

The programme offered to the students to help them achieve the learning results includes the following activities:


1.- Theoretical lectures: introduce the theoretical concepts together with real examples which facilitate the comprehension and tools to develop the international business plan.

2.- In practical classes the students apply the theoretical knowledge and International business planning is implemented in a context of business game. 

3.-Tutorials: the professors clarify their questions about the theoretical and/or practical contents of the subject.

5.3. Syllabus

Unit 1: Globalization and internationalization

1.1. Introduction

1.2. The globalization process

1.3. The firm internationalization theory

1.4. The internationalization process

1.5. International businesses


Unit 2: Analysis of the potential for internationalization of the firm

2.1. Introduction

2.2. Diagnostic of the potential for internationalization of the firm

2.3. Environment analysis

2.4. Internal firm analysis


Unit 3: Strategic Plan I: Market selection

3.1. Introduction

3.2. Target markets identification and strategy

3.3. Criteria for evaluating international markets

3.4. Foreign market research

3.5. Market selection process


Unit 4: Strategic Plan II: Entry modes

4.1. Introduction

4.2. Market entry strategies

4.3. Export

4.4. Licensing and franchising

4.5. Direct foreign investment

4.6. Entry mode selection


Unit 5: Operational plan

5.1. Introduction

5.2. Product

5.3. Target market and price determination

5.4. Logistic, distribution and promotion

5.5. Financial resources